A new English natural mineral water brand, Iceni Water, was launched in March 2008.
The launch was supported by a US$1.3 million campaign that included extensive in-store activity, consumer sampling, advertising, sport sponsorship, consumer and trade PR.
Iceni Water could see a clear niche in the market for an English brand, particularly one that could serve London and the South East of England where the bottled water consumption was higher.
The water is named after a well-known Anglian tribe, which ruled Boudicca in 60AD. The drink, which is naturally high in calcium and low in sodium, is being bottled at a purpose built bottling plant in Duxford, Cambridgeshire. The bottling plant is claimed to be a technically advanced plant of its kind in Europe.
The bottling plant of Iceni Water was entirely designed by OCME, represented in Australia by HBM Packaging & Plastics Technologies . The plant was fitted with OCME equipment.
The new plant provides labour cost savings, minimising the need for human intervention at the key stages in the production process.
Pet bottles are blow moulded in-line and conveyed to the OCME Hydra Filler, Sagita Roll Fed Labeller, Vega Shrink Wrapper and Pegasus Palletiser. OCME also supplied the conveyors and automation maximizing productivity and efficiency.
The plant design maintains a constant overflow of filtered air pressure to ensure products are free from bacteria.
An important factor in the design was the minimisation of waste, which will reduce the carbon footprint on the environment.
It is projected that production of Iceni Water for 2008 will be more than 25 million litres, which will place it in the top ten bottled water brands in the UK and it is anticipated that production will double within two years.